environmental marketing, environmental orientation, sustainability, operational performance, commercial performance, economic performance,

During the last 30 years, environmental issues have become very important for governments, consumers and companies. Firms, aware of their environmental responsibilities, have started to show an important commitment to society and the natural environment, developing environmentally friendly strategies. However, the factors that determine the choice of environmental strategies are still unclear. They range from ethical motivations to social, legislative and competitive factors. This study analyses the main antecedents that infl uence fi rms' ecological behaviour, distinguishing between environmental orientation and environmental strategies. The hypotheses proposed in this study are analysed by means of a structural equation model on a sample of 235 industrial fi rms. The results reveal that competitive motivations and management commitment are the most important factors explaining why fi rms incorporate environmental issues into their strategic planning process. Moreover, management commitment is a critical factor for fi rms because managers' perception about customers' ecological concern directly infl uences fi rms' environmental behaviour.

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Purpose -This paper is focused on corporate social responsibility (CSR) in the context of small to medium-sized enterprises (SMEs). Its main interest consists of establishing a framework for clarifying the drivers of CSR activities in such a context. This paper also aims to analyse how CSR influences SMEs' image and positioning. Design/methodology/approach -The general conceptual framework proposed by the literature is complemented with empirical research based on a longitudinal multi-case study (inter and intra-industry).Findings -The research proposes that the owner/managers' values, market pressures and laws are key drivers for CSR in the SMEs context. Managers expect positive outcomes when CSR is implemented. However, the data suggest that while proactive and consistent SMEs may build up a good image and strong positioning, reactive and opportunistic firms may be penalised by stakeholders (e.g. customers). Practical implications -CSR activities, when adequately managed, contribute for a better SME image and market positioning. Originality/value -The ideas presented in this paper may help in achieving better management of resources in SMEs.

In recent years, the protection of the environment has gained a growing importance. Accordingly, small and large fi rms have become aware of their responsibility and begun to develop environmental strategies as an enterprising challenge. In such a situation, this study describes fi rms' environmental orientation and its impact on the design of corporate and marketing strategies in the Spanish consumer product sector. The purpose of this paper is to identify different groups of fi rms according to their environmental behaviour.The information was obtained through 81 personal interviews with fi rms in the fi nal consumer product sector. With the data obtained we have conducted several exploratory and confi rmatory factor analyses and a cluster analysis. Findings have proved that there is a specifi c fi rm type characterized by certain variables: infl uence of external forces; environmental orientation; corporative and marketing strategies; size; macro-sector and, if existing, the environment department.